Incumbents as attackers: Brand-driven innovation [INSIGHT]
At a time of stagnating markets, technological disruption, and rapid changes in consumer behavior, where can big brands find growth? One popular path is through brand extension: stretching a brand into an adjacent market where its value proposition is still relevant to consumers. Classic cases include Colgate’s sideways move from toothpaste to toothbrushes, Nivea’s from body care to hair care, and Gillette’s from razor blades to shaving foam.
Millennial Hispanics rely intensely on digital & mobile through their Consideration & Evaluation Path-To-Purchase yet lag slightly vs. Total Market at the Moment of Truth …perhaps where POP displays and Loyalty may be trumping pre-store intent & store mobile coupons.
The media community is allocating more budgets and more inventory to programmatic buying, according to Wave Three of the new Programmatic Advertising Report released by Advertiser Perceptions. And while buyers are focusing their efforts on better performance and a stronger ROI, sellers are looking for easier to use products, improved audiences and more premium inventory.
San Jose, Calif., is now among the 10 U.S. cities with a population of 1 million or more, according to estimates released today by the U.S. Census Bureau.
Douglas Darfield, Managing Director of Programming and Research of Hemisphere Media Group, was honored with the 11th Annual Hispanic Marketing Research Achievement Award at the 19th Annual Hispanic Marketing Conference and Awards ceremony, which took place Tuesday, May 19, in St. Paul, Minnesota.
Grupo Gallegos announced the hiring of Lixaida Lorenzo as Creative Director. Lorenzo is one of several additions to the creative department this year, including Executive Creative Director Sebastian Garin who joined the agency in March.
Pepsi is bringing excitement to its cola options with the launch of Pepsi Limon, a new flavored cola made with just the right amount of authentic lime juice. Handcrafted and inspired by the preferences of Hispanic consumers, Pepsi Limon combines the distinct flavor of Pepsi with a hint of real lime juice resulting in a great tasting cola.
Liberman Broadcasting, Inc. announced the hiring of Susan Malfa as EVP National Advertising Sales and Marketing for its top-rated Spanish language television network, Estrella TV. 
Univision Communications Inc. (UCI) announced that it has acquired The Root, the leading online news, opinion and culture destination for African-Americans. In joining UCI, The Root will leverage UCI’s extensive digital production facilities and publishing infrastructure, while its editorial team will retain its voice and stay true to its mission.
The US automotive industry will spend $7.30 billion on digital advertising in 2015 and will continue to grow digital spend, reaching $12.08 billion by 2019, according to a new eMarketer report, “The US Automotive Industry 2015: Digital Ad Spending Forecast and Trends,” part of our new report series, “Digital Ad Spending Benchmarks by Industry.”
Content is, and always will be, what gets people to engage, but in many cases it’s become a figurehead. You need content in the same way you need a king for your kingdom: to provide a figure of authority. That figure of authority is a symbol, but in most cases the kingdom is run by a select few who understand the people and can provide the right combination of what’s necessary for them to rule (call them the council). No single person truly makes all the decisions — and they never will. 
Among the Highly Educated, Declines in Childlessness and Increases in Big FamiliesAmong women in the United States, postgraduate education and motherhood are increasingly going hand-in-hand. The share of highly educated women who are remaining childless into their mid-40s has fallen significantly over the past two decades.
NBC Deportes will present the FIFA U-20 World Cup New Zealand 2015, live May 29 through June 19, on the TELEMUNDO network and NBC UNIVERSO cable channel, kicking off a series of FIFA World Cup events scheduled for 2015. The FIFA U-20 World Cup New Zealand 2015 action will begin on Friday, May 29, when host New Zealand takes on Ukraine at 8:30PM/7:30C/5:30P on NBC UNIVERSO. TELEMUNDO will air all of Mexico’s first-round games: Mexico vs. Mali, Saturday, May 30 (8:30PM/7:30C/5:30P); Mexico vs. Uruguay Tuesday, June 2 (11:30PM/10:30C/8:30P), and Serbia vs. Mexico, Friday, June 5 (11:30PM/10:30C/8:30P). Click here for a full calendar of FIFA U-20 World Cup New Zealand 2015 matches on Telemundo and NBC UNIVERSO.
Millennials make up over a quarter of the U.S. population, and they are having an undeniable influence on the way media—and the advertising contained within it—are consumed. If you are a brand trying to reach this key audience, here are five things you need to know about Millennials and their media habits. Data comes from Horowitz Research’s State of Cable & Digital Media 2015 report.
Digital ad spending in the US will total $58.61 billion this year, and retailers’ ad outlays will comprise 22.0% of that figure, or $12.91 billion—by far outpacing all other industries—according to new figures from eMarketer.
With smart shoppers, smartphones, new smart devices and a rising shift in generational behaviors, are you ready for this next generation? Check out “The “Age of Context,” a powerful book written in 2013 by the authors of “Naked Conversations.” They note five forces driving us from the information age to the age of context: data, mobile, sensors, location-based technology and social. All contribute to a new personalized society where our devices know us better than our friends.
The Network Advertising Initiative, a leading non-profit self-regulatory association dedicated to responsible data collection and use for digital advertising, published Guidance for NAI Members: Use of Non-Cookie Technologies for Interest Based Advertising Consistent with the NAI Code of Conduct. The Guidance provides NAI’s 96 members clarity on how they can comply with the NAI Code of Conduct when they use non-cookie technologies for interest-based advertising and reflects NAI’s commitment to supporting a free and thriving internet while protecting consumer privacy in the modern digital ecosystem.
Welcome to the fourth episode of #TotalMarketTalk, a new Digital series created by NGL Media and NGLC exclusively for HispanicAd. In this installment, David Chitel, CEO of NGL Media and Founder of NGLC, speaks with Steven Benanav, VP Content Partnerships & GM, Flama. Hear all about Flama, Univision’s English-language Digital platform, and their strategies being utilized to reach and engage digitally-connected Latinos. You’ll also get an inside look into Flama’s original series, and work they’ve done with Fortune 500 advertisers such as Coca-Cola.
“Healthier-outlook” consumers of different cultures differ in shopping preferences –their perceptions of “healthy” brands are so different that there are no commonalities among the top 5 breakfast Brands across segments. They also choose to shop in different retailers beyond Whole Foods & Trader Joe’s. Segmenting by Wellness Segments & Scores based on healthy attitudes & good behaviors is a valuable growth planning tool, as Brands with higher Wellness Scores experience higher growth rates than brands with lower Wellness Scores.
By Gonzalo López Martí – LMMIAMI.COM
